Over the course of the last several weeks, we have covered the area of content marketing from a few different angles. That’s because we identified a number of distinct ways that companies can use content in their marketing efforts.

They can use content for link building, content for lead generation, or content for sales.

One key area we have yet to cover is the area that most people probably expect content to have the biggest impact. And that is organic rankings.

One reason for keeping an updated blog or publishing articles on your website is in an effort to draw in organic search traffic. Search engines, we’re told, love content. Especially high value, up to date site.

So if your goal is getting your site ranked on the first page of Google for popular search terms related to your industry, here’s what you should do:

  1. Find out what those key search terms are in one of several ways – Google Trends data, Search Console key terms reports, Quora, industry-specific forums, etc. Look for common questions or topics that people are talking about.
  2. Find an expert on that topic to write an article for you. Google values long-form articles that go deep and provide insights, so using an expert is better than trying to do it yourself. You may have an expert on staff or you may pay a fee for the writing.
  3. Optimize the article and the page on your site on which it will live. This includes using proper page titles and meta descriptions that use the keywords you intend to rank for. It means a proper headline that showcases the value of the post and highlights the key topic covered. Make sure the page is optimized for mobile and all images are properly tagged.
  4. Generate links to your content through publishing partners, social media, internal website pages and any external sites you operate. This will make it more likely that Google and other search engines will notice it and start to rank the page. The more links you can generate the better off you’ll be.

When most businesses talk about content marketing, this is what they’re talking about – publishing content in order to attract more visitors to the company’s website. Follow these simple steps again and again and you’ll see results.